UK. La Martiniquaise-Bardinet (LMB) UK has wrapped up its summer campaign with a series of activations at Avolta’s World Duty Free stores across key Scottish airports, spotlighting Glen Moray’s ongoing partnership with the ISPS Handa Senior Open Championship.
The campaign combined guided tastings with discovery-led activations to highlight the heritage, craftsmanship and shared appreciation that connect Scotch whisky and golf.
The Elgin-based distiller will remain the Championship’s official whisky for a further three years, extending a partnership with Europe’s only senior major, held each July at a popular UK golf course.
The company also highlighted its plan to invest further in travel retail to deepen consumer engagement around the partnership.
Glen Moray brought its golf connection into travel retail with tasting bars in World Duty Free stores at Glasgow, Aberdeen and Edinburgh airports, showcasing the ‘Classic Round’ campaign alongside highlights from the Senior Open.
The pop-ups put Glen Moray’s single malt portfolio in the spotlight, featuring the 12 Year Old , 15 Year Old and 18 Year Old expressions alongside the 21 Year Old Madeira Wood Finish, not available elsewhere in the UK.
The programme was complemented by masterclasses with Global Brand Ambassador Iain Allan and members of the sales team, bringing the brand’s whisky expertise directly to travellers.
The campaign reflects Glen Moray’s continued momentum in UK travel retail, with its ambassador team expanding across the channel and the brand delivering growth ahead of the wider spirits and Scotch single malt categories in the UK. ✈
